Web usability is a clunky phrase for ease of use. Get it right and visitors trust your business, because the site makes them feel capable and in control. Get it wrong and that trust drains away as they struggle to find a phone number or place an order. Here are four web usability tips every small business can apply, whether you are building a new website or improving the one you have.
Start with what your visitors need to do
Imagine you are a customer arriving for the first time. What are you looking for? It might be simple, such as opening hours or a contact number, or more involved, such as booking or buying. Write a checklist of the things visitors must be able to do quickly, and design the site around that list. Usability begins with understanding your audience.
Keep it simple, familiar and uncluttered
Clear links and obvious routes to key content make visitors feel in control. Do not try to be too clever. Follow conventions people already know, such as a logo that links home, a menu where they expect it and links that look like links. Visitors scan pages in seconds, so a small frustration is often enough to send them elsewhere. Resist flashing banners, unreadable text over busy backgrounds and pop-ups that get in the way. People quickly learn to ignore visual noise, so it rarely achieves what you hope.
Design for phones and thumbs
Many visitors will arrive on a mobile, and a phone relies on touch, not a mouse pointer. Small, tightly packed buttons cause accidental taps and a lot of irritation. Make tap targets generous, keep text readable without zooming and make sure forms are easy to complete. Good contrast, clear headings and keyboard-friendly navigation help everyone, and they are part of meeting accessibility expectations. Our post on website accessibility for Irish small businesses covers this in more detail.
Test early and test often
A site that works on your own laptop may not work for everyone. Try it on different phones, tablets and browsers, and ask people who have never seen it to complete real tasks. Their feedback is the cheapest way to put things right. Start testing during design and keep going until launch.
Want a website that is easy for your customers to use? Get in touch with Design Minds or email info@designminds.ie.
